Brand > branding.

We’ve got more than just colorful branding at Heck – we’ve built a strong creative services brand. Let’s keep it growing.

While color codes and font rules are important for our visual branding, the work and culture they represent is our real brand. The logo just reminds people of the feeling they get when working with Heck artists, and wrapping their latest Heck project. The brand is what people think of Heck… the branding is how we shape that perception.

A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.
– Seth Godin

Identity

Designers love rules, but Heck branding goes more by feeling.

That’s why it’s so easy to make a post or sticker or shirt that feels Heckish… a few core attributes make it ‘on-brand’: bold contrast, blocky colors, impactful type and a cheeky tone.

We only have two rules:

We’re ‘Heck’. Not ‘Studios’ or ‘Productions’ or ‘Video’ or any other descriptor. Heck is a state of mind, man.
Don’t use ‘Heck’ as slang in official communications. It’s corny and on-the-nose, and it spoils the cool audacity of a company who dares to name themselves as such.

Color

This is our official palette.

Spicy Red

#F94B70

R249 G75 B112

C0 M70 Y55 K2

hsl(347, 94%,64%)

We also have secondary colors, because our designer said we had to. But honestly we’ve used them like one time. They’re just less fun.

Bubblegum

#FFCCCC

R255 G204 B204

C0 M20 Y20 K0

Orangesicle

#FFD7B3

R255 G215 B179

C0 M16 Y30 K0

Lemonade

#FCEFB0

R252 G239 B176

C0 M5 Y30 K1

Minty

#BBF9D6

R187 G249 B214

C25 M0 Y14 K2

Bluesky

#CAF3FF

R202 G243 B255

C25 M5 Y0 K0

Whiteout

#FFFFFF

R255 G255 B255

C0 M0 Y0 K0

hsl(0, 0%, 100 %)

Popsicle Orange

#FF903E

R255 G144 B34

C0 M44 Y87 K0

hsl(25, 100%, 62%)

Space Black

#2c2e2e

R44 G46 B46

C71 M60 Y61 K50

hsl(186, 4%, 18%)

Solar Yellow

#FCD206

R252 G210 B6

C0 M17 Y98 K1

hsl(50, 98%, 51%)

Diplodocus Green

#02D66B

R0 G214 B107

C100 M0 Y50 K16

hsl(150, 98%, 42%)

Cartoon Blue

#19AAF2

R25 G170 B242

C90 M30 Y0 K5

hsl(200, 90%, 52%)

Ube

#D6D2EF

R214 G210 B239

C10 M12 Y0 K6

Galactic Violet

#7F6CEF

R127 G108 B239

C47 M55 Y0 K6

hsl(249, 80%, 68%)

Moondust

#BBCCCC

R187 G204 B204

C8 M0 Y0 K20

Typography

Type is branding, too.

We use Brandon Grotesque for headers and subheads because it has an energetic, youthful feel (via Adobe Fonts and here). Open Sans is used for all body copy, via Google Fonts because we can’t be plastering energetic youth everywhere.

Sizing and weight don’t matter that much. When in doubt, copy Apple. This text block follows these rules :)

Logo

Logos are overrated.

It’s more important to present the Heck brand as a creative, nimble culture. Not permanent… living. Playing. Wouldn’t it be amazing if nobody saw the same Heck logo twice? Start with the official logo and explore from there. Download here.